I went a-googling and found:

Cheer brand detergent contains: Fragrance(s)/perfume(s), Color
protection/processing agent,  Color safe oxygen bleach (sodium perborate
and bleach activator),Sodium sulfate anhydrous,Cleaning
agent(s),Colorant/Pigment/Dye(s),Fabric whitening agent(s),Sodium silicates
(unspecified), Soil suspending agent(s), Water softeners (complex sodium
phosphates/sodium carbonate)

Could be the sodium perborate prevents colour bleeding.

-- 
Bev in Shirley BC, near Sooke on beautiful Vancouver Island, west coast of
Canada

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